Business strategy and business environment: the impact of virtual communities on value creation

Ardley, Barry and , (2019) Business strategy and business environment: the impact of virtual communities on value creation. Journal of Strategic Change, 28 (5). pp. 325-331. ISSN 1086-1718

Full content URL: http://doi.org/10.1002/jsc.2287

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Business strategy and business environment: the impact of virtual communities on value creation
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Abstract

The impact of new forces in the firm’s business environment means that strategy and value are now delivered and captured in digital spaces occupied by virtual communities of customers. These strategic changes have made possible the sharing of value creating practices between consumers and firms, where customers are now highly influential in brand decisions

Keywords:brand community, digital technology, business environment, co creation
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:Lincoln International Business School
ID Code:37872
Deposited On:01 Nov 2019 16:36

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